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DEGREE REGULATIONS & PROGRAMMES OF STUDY 2014/2015
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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Business to Business Marketing (EMBA) (CMSE11276)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityNot available to visiting students
SCQF Credits10 ECTS Credits5
SummaryThe course focuses on how businesses identify and competitively satisfy the needs of other businesses. It is a radically different challenge than marketing to end users (consumers). Business goods go through numerous transactions and transformations before they are ready to be ultimately sold to consumers (for example sand=»silicone=»semiconductor chips=»computer mother boards=»personal computers). Although a common body of marketing knowledge applies, important differences exist between consumer and business marketing, especially the nature of the markets, demand patterns, buyer behaviour and buyer-seller relationships.
Course description Not entered
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Course Delivery Information
Not being delivered
Learning Outcomes
Knowledge and Understanding:
After completing the course, the student will be able to:
-Appreciate the dynamic and complex nature of the business marketplace.
-Understand the important differences between consumer and business markets and the implications for marketing management.
-Recognise the implications the specific nature of business-to-business organisation has on marketing.
-Critically appraise the marketing strategies and operations of business marketers.
Reading List
None
Additional Information
Graduate Attributes and Skills Not entered
KeywordsNot entered
Contacts
Course organiserDr Malcolm Kirkup
Tel: (0131 6)50 8067
Email: Malcolm.Kirkup@ed.ac.uk
Course secretaryMiss Kate Ainsworth
Tel: (0131 6)51 3854
Email: Kate.Ainsworth@ed.ac.uk
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